Can’t decide between two very similar brands to introduce? Talk to other retailers about the lines and quiz them on customer service, delivery times, and event and promotional support.

WHY?It’s no good having a great selling line that is delivered a week after your big event or if you’re single-handedly responsible for generating interest in the brand in your market.

HOW?If you're at the SMART Jewelry Show in Chicago, ask your fellow jewelers to share their thoughts on their favorite suppliers. If not, get on the phone to your peer or buyers group, or seek opinions on an industry bulletin board. Last alternative: Ask the vendor for retail references.